Whiskey makers think younger

Even booze makers are seeking the fountain of youth these days. To attract a younger demographic, Johnnie Walker Blue Label will launch its first 35 Under 35 Awards at Gramercy Park Hotel on Thursday.

Diageo North America will fete a cross-section of artists, entertainers and executives, who will be promoted with the publication of a coffee-table book. Comedian Aziz Ansari, MTV News producer Joseph Patel, and artist and designer Kenzo Minami are among the 35 names on the list.

"The under-35 community is ... not where the bulk of scotch drinkers traditionally comes from," says Bill Topf, vice president of scotch and Irish whisky for Diageo North America.

The targeted marketing effort is Diageo's way of weaning the hipsters off vodka in favor of the more traditional tipple. "This is our way to get out in front of these people," says Mr. Topf.

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